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Digital Grocery Retailing—The Influence of Product-Related and Personal-Related Factors on the Purchase Decision

In: Conference Proceedings Trends in Business Communication 2022

Author

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  • Katharina Angerer

    (University of Applied Sciences Kufstein Tyrol)

Abstract

The digital world offers consumers an increasingly practical, flexible and efficient option for purchasing consumer goods. While clothing and sports equipment represent the most popular products in Austrian online retailing, many consumers still feel insecure about buying groceries online. Due to this uncertainty, it’s essential to identify the key factors in digital grocery retailing that have a major influence on consumer’s trust and behaviour. The aim of this scientific work is to analy se selected personal-related and product-related factors that influence consumers’ online grocery purchase decisions. An online survey is used to test the proposed model. The results show that the product-related factors of guarantee regarding freshness and quality, sustainability, website quality, price level and customer reviews as well as the personal-factor of attitude have a decisive influence on the trust in the retailer and thus on the digital purchase decision among people from the DACH region.

Suggested Citation

  • Katharina Angerer, 2023. "Digital Grocery Retailing—The Influence of Product-Related and Personal-Related Factors on the Purchase Decision," Springer Books, in: Peter Schneckenleitner & Wolfgang Reitberger & Alexandra Brunner-Sperdin (ed.), Conference Proceedings Trends in Business Communication 2022, pages 13-25, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-40619-6_2
    DOI: 10.1007/978-3-658-40619-6_2
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